Abstract
This study attempted to investigate the influence of appearance satisfaction on psychological wellbeing by appearance management motives against adult men in Busan and provide basic data which are needed in providing high-quality beauty services and promoting beauty marketing for men. For this, a questionnaire survey was performed against 400 adult men (aged 20-50s) in Busan, and a total of 390 copies excluding 10 poorly answered ones were used for final analysis. The collected data were analyzed, using SPSS 26.0 and AMOS 25, and the results found the followings: First, appearance management motives were divided into trend setting, self-development, self-presentation and personality expression. Concerning the influence of such factors on appearance satisfaction, ‘trend setting’ and ‘self-presentation’ revealed a positive influence with statistical significance while ‘self-development’ showed a negative effect. Therefore, the hypothesis was rejected. In addition, ‘personality expression’ failed to display a statistically significant influence. Second, regarding the effects of appearance management on psychological wellbeing, psychological wellbeing was divided into positive interpersonal relationship, purpose of life, self-acceptance and autonomy. A positive influence with statistical significance was found in all psychological wellbeing factors. Therefore, appearance satisfaction was high by ‘trend setting’ and ‘self-presentation’. It was also confirmed that appearance satisfaction had an influence on psychological wellbeing.
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